Despite Budweiser being one of the event’s sponsors, Qatar decided at the last minute to forbid alcohol sales near the eight World Cup stadiums. What will happen to the excess beer then? Well, the company made the decision to use the additional beverages.
New Day, New Tweet. Winning Country gets the Buds. Who will get them? pic.twitter.com/Vv2YFxIZa1— Budweiser (@Budweiser) November 19, 2022
Football’s world governing body said the decision was taken following “discussions” with the World Cup hosts, an Islamic state which severely restricts alcohol consumption.
As partners of football’s world governing body “for over three decades, we look forward to our activations of FIFA World Cup campaigns around the world to celebrate football with our consumers,” the world’s largest brewer, said in a statement.
It gave no reason for the surprise decision but media reports said there had been an intervention by Qatar’s ruling family.
Meanwhile, FIFA may face a $70 million blow after the beer ban. The brand has a deal worth around A$112 million with FIFA for this World Cup. Budweiser also has a deal for the 2026 World Cup worth up to A$170 million.
Qatar has spent tens of billions of dollars preparing for the World Cup and has predicted that more than one million fans will visit the country for the 29-day tournament.